Position Overview
We are seeking an experienced, analytical, and highly creative TikTok Paid Ads Manager to lead and optimize our paid advertising strategy across TikTok. This role is ideal for a performance marketer who understands how to turn compelling short-form creative into measurable revenue growth.
As part of a fast-paced consumer products organization, the TikTok Paid Ads Manager will be responsible for developing, launching, managing, and scaling paid TikTok campaigns across multiple products and brands. The successful candidate will combine strong performance marketing skills with an understanding of TikTok trends, creator-driven content, eCommerce, and consumer purchasing behavior.
This position will work closely with our Creative, eCommerce, Brand Marketing, Product, and Sales teams to develop advertising campaigns that increase product awareness, customer acquisition, and online sales.
Key Responsibilities
TikTok Paid Media Management
- Develop and execute the company's paid advertising strategy across TikTok Ads Manager.
- Build, launch, manage, and optimize campaigns focused on customer acquisition, product sales, traffic, and brand awareness.
- Manage campaign structures, targeting strategies, bidding, budgets, placements, and creative testing.
- Monitor campaigns daily and adjust spending and targeting to maximize performance.
- Scale successful campaigns while maintaining established profitability and efficiency targets.
- Manage advertising across multiple consumer product categories, brands, and SKUs.
Performance & Revenue Optimization
- Own key performance metrics including ROAS, MER, CPA/CAC, CPM, CTR, CPC, conversion rate, and revenue.
- Analyze campaign performance by product, audience, creative, placement, and funnel stage.
- Identify opportunities to improve customer acquisition costs and overall marketing profitability.
- Develop testing strategies for audiences, offers, landing pages, campaign structures, and creative.
- Partner with eCommerce teams to improve the customer journey from TikTok impression through purchase.
- Provide regular reporting on advertising spend, revenue, profitability, and campaign performance.
Creative Strategy & Testing
- Work closely with internal creative teams, content creators, influencers, and agencies to develop high-performing TikTok advertising content.
- Translate performance data into actionable creative briefs.
- Develop and manage a structured creative testing program for hooks, messaging, offers, formats, CTAs, and product demonstrations.
- Identify winning creative concepts and rapidly develop new iterations to extend campaign performance.
- Monitor TikTok trends and emerging content formats to identify opportunities for paid advertising.
- Help develop authentic, platform-native content rather than simply adapting traditional advertising creative for TikTok.
TikTok Shop & Social Commerce
- Partner with the eCommerce and social commerce teams to support TikTok Shop growth initiatives.
- Develop paid strategies supporting TikTok Shop products, promotions, creators, and affiliate content.
- Identify high-performing organic, creator, and affiliate content that can be amplified through paid media.
- Utilize Spark Ads and other TikTok advertising formats to increase reach and conversions.
- Coordinate paid campaigns around new product launches, seasonal promotions, retail events, and major shopping periods.
Analytics & Reporting
- Develop dashboards and reporting to track campaign and product-level performance.
- Analyze advertising performance using TikTok Ads Manager and web/eCommerce analytics platforms.
- Monitor attribution and identify discrepancies between platform-reported and actual eCommerce performance.
- Present campaign results, insights, and recommendations to marketing and senior management.
- Develop weekly and monthly forecasts for advertising spend, revenue, and ROAS.
Qualifications
- Bachelor's degree in Marketing, Advertising, Business, eCommerce, Communications, or related field preferred.
- 3-5+ years of paid social/performance marketing experience, with significant hands-on experience managing TikTok advertising.
- Demonstrated experience managing meaningful paid social advertising budgets.
- Strong working knowledge of TikTok Ads Manager, TikTok Pixel, Events API, Spark Ads, and TikTok Shop advertising.
- Experience advertising physical consumer products strongly preferred.
- Experience in a DTC, consumer electronics, home products, appliances, lifestyle products, or other consumer goods environment is highly desirable.
- Strong understanding of performance marketing metrics including ROAS, CAC, CPA, CTR, CPM, CPC, CVR, and LTV.
- Experience developing and executing structured A/B and creative testing programs.
- Strong analytical skills with the ability to translate campaign data into actionable business recommendations.
- Experience working with Shopify or other major eCommerce platforms is a plus.
- Familiarity with Meta advertising and other paid social platforms is beneficial.
Ideal Candidate
The ideal candidate is both analytical and creative. You understand that successful TikTok advertising requires more than managing bids and budgets-you know how to identify the creative concepts, hooks, creators, offers, and product stories that cause consumers to stop scrolling and purchase.
You are comfortable working in a high-volume consumer products environment where new products are launched frequently and advertising strategies must be tested, measured, and adjusted quickly.
You are highly data-driven, commercially minded, and comfortable being accountable for advertising spend and revenue performance.
Key Performance Indicators
Success in this position will be measured against:
- Paid TikTok revenue growth
- Return on Ad Spend (ROAS)
- Marketing Efficiency Ratio (MER)
- Customer Acquisition Cost (CAC/CPA)
- Conversion rate
- Creative testing velocity
- Percentage of creative tests producing scalable winners
- TikTok Shop sales growth
- New customer acquisition
Advertising spend successfully scaled while maintaining
